Almost every week I see people who work in the Experience Management industry talking about Customer Experience (CX) Programs as if it was a standardised, mass-produced, product that you can just go and buy off a shelf.
I believe this is due to the fact that human beings have a natural incline to being lazy – i.e. if there is a way to accomplish something with a small amount of work or less effort, then that is the preferred option. Unfortunately that doesn’t apply to CX programs.
There isn’t a one-size-fits-all CX program! In order to design, build, deploy and manage one, you have to put some work and effort into it. And with this, I don’t mean it is hard or that it takes a long time. Just that it is something you must create (make new).
And you cannot do it on your own! Or even think that someone with a job title of CX Consultant will do it for you. You have to work collaboratively and involve all areas of the company (customer-facing and otherwise), and drive, co-ordinate, orchestrate (or hire a CX Consultant to do that).
What made sense for a particular company may not suit yours. Even if you are in the same sector, industry, or country. Even if you have the same size, revenue or organisational structure. It is extremely likely that you will need a CX program that is specific to you.
More often than not, those who look for an out-of-the-box CX program are the ones who focus only on numbers, and forget that in the foundations of a CX program is the need to listen to customers, and then act on that Voice-of-Customer (VoC).
Don’t measure CX for the sake of it! You must be able to focus on what is really important – the voice of your customers and their feedback – and be able to derive insights and actions that will inform your product or service enhancements, as well as experience improvements.
Don’t obsess with the numbers! It’s so typical to find companies that are fixated in increasing their NPS or CSAT scores, as if that was the ultimate goal. They forget the purpose of a CX program, and the meaning of “C” in the acronym “CX” – it stands for Customer, not Company!
When it comes to CX, each and every company will be at a different level of maturity (if at any level at all), and the first thing you should do is assess that, and understand the readiness of your company to start a CX program.
Each and every company will also have its own business strategy – vision, mission, execution plan, etc. – and you should align the CX strategy with that, so that the board of directors and stakeholders understand how a CX program will improve financial performance.
And so on… and so on… everything in a CX program should be considered, thought trough, in context. And not copied from some other company or program.